How Bollywood OTT Releases will Open Up Monetisation Channels for Digital

As new and exclusive movie releases continue to feature on OTT platforms, adding to the content pipeline, the OTT players will continue to gain momentum providing a great scope for brands to reach out to their target audience in a better and more personalised way. This is expected to be followed up by an increase in overall digital spends.

According to Raman Mittal, CMO, and Co-founder, To The New, a digital technology services company, “OTT advertising is a highly effective way to reach the audience with better targeting, personalised messaging, retargeting methods, and attribution tracking. India’s home-grown OTT platforms are currently spurred by advertising.”

Mittal cites the example of how Flipkart and Hotstar launched a video advertisement platform named Shopper Audience Network which allowed brands to target customers through personalised video advertisements on Hotstar. More such initiatives will be taken by the industry, believes Mittal. “Exclusive movie releases on OTT platforms will lead to an enormous increase in the audience and will provide a wider scope for digital advertising,” he said.

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